We’re excited to announce that we’re now expanding the options for merchants to provide shipping
and returns information, even if they don’t have a Merchant Center account. Merchants can now
tell Google about their shipping and returns policies in two distinct ways: by configuring them
directly in Search Console or by using new organization-level structured data.
Read more at Read More
October showed just how fast AI is reshaping how brands connect, convert, and stay visible. OpenAI turned chats into checkout experiences. Google tested AI-written snippets and agent-driven search. The line between platforms, ads, and transactions keeps disappearing.
Creators gained new credibility. Rebrands proved riskier than ever. Data-driven PR entered a new era.
Here’s what mattered most and how to stay ahead.
Search has moved beyond discovery. October’s updates from OpenAI and Google show how AI is collapsing the gap between queries and actions. Visibility means something different now.
OpenAI rolled out Instant Checkout in ChatGPT. U.S. users can now buy products directly inside the chat. Powered by Stripe, the feature starts with Etsy listings and will expand to more merchants soon. Sellers on Shopify are auto-enrolled. Others can join by connecting product feeds and enabling Stripe checkout.
Our POV: ChatGPT shopping changes product discovery completely. If your product data isn’t complete, detailed, and conversational, you won’t show up. The most visible listings will have rich attributes and language that reflects how users naturally describe what they want.
What to do next: Audit your product feeds. Fill every field. Use detailed, long-form descriptions that anticipate real-world queries. Give the e-commerce agent what it needs to surface your products.
Google began testing AI-generated snippets powered by Gemini. Instead of pulling your written meta description, the model writes or summarizes one based on on-page content.
Our POV: Google’s been rewriting descriptions for years. AI just made it smarter and less predictable. Treat your page intros as the new meta description because that’s what AI will pull from.
What to do next: Front-load the first 150 words of each key page with a clear summary of what the page delivers and why it matters. Tighten headings and intros, monitor CTR shifts, and adjust language when AI summaries drift from your brand’s tone.
Google’s AI Mode now lets users book restaurants and other services directly from results. Search is moving from recommending to acting.
Our POV: This isn’t a traffic killer. But signals are shifting. AI will handle the click path. The brands that win will have structured, verified, action-ready data.
What to do next: Audit structured data, integrate local feeds, and make sure your listings are up to date across booking platforms. When the search agent starts acting on your behalf, data hygiene becomes your conversion strategy.
AI is taking over ad delivery. Control is the new currency. You have to balance efficiency with visibility to keep performance from becoming unpredictable.
Google refreshed its AI Max ad pitch. The system is fully automated: it matches intent, rewrites copy, and routes users to brand assets. Powerful, but still a black box.
Our POV: Automation doesn’t replace strategy. Advertisers need visibility, not just results. Without strict guardrails, budgets can leak into low-value placements or off-brand creative.
What to do next: Run low-risk tests first. Add negative keyword lists, set URL exclusions, and manually review creative. Monitor performance closely until you can prove control before scaling.
Apple introduced a standalone Games app with iOS 26, bridging Game Center and the App Store. Developers can now feature their games, run dual search visibility, and analyze engagement with new metrics later this year.
Our POV: This isn’t a small tweak, Apple’s essentially building a second storefront. Game publishers who adapt early will own discoverability.
What to do next: Refresh creatives, optimize In-App Events, and plan for dual indexing between the Games app and App Store. When analytics arrive, use them to refine ASO and campaign timing.
Creators and consumers are rewriting the rules. Authenticity, identity, and emotional connection drive engagement across platforms that once ran on aspiration and polish.
TikTok’s new research shows luxury audiences care more about self-expression than status. It’s about showing who you are, not showing off.
Our POV: That shift goes way beyond luxury. Audiences in every category now expect brands to reflect their identity. Connection beats aspiration. Authenticity beats polish.
What to do next: Reevaluate your brand’s emotional identity. Work with creators who reinterpret your message through their lens. Build content that feels participatory, not performative.
YouTube creators generated £2.2 billion for the UK economy last year, supporting over 45,000 jobs. Parliament even launched a cross-party group to represent them.
Our POV: Creators aren’t influencers anymore. They’re small businesses with real economic weight. Partnering with them means investing in industries, not individuals.
What to do next: Build collaborations that help creators grow beyond campaigns. Shared education, joint products, or community-driven initiatives create deeper, longer-term value.
Reputation management has become real-time and AI-measurable. From LLM citation tracking to brand backlash, every communication choice now echoes faster and louder.
A first-of-its-kind industry partnership between these two companies now offers a tool that tracks how often press releases are cited by LLMs like ChatGPT and Gemini. It finally gives brands visibility into their “AI footprint.”
Our POV: PR just gained a measurable seat in AI discoverability. Knowing when AI cites your releases helps you shape future narratives.
What to do next: Integrate AI citation metrics into your analytics stack. Identify which stories get surfaced and refine future language to match the tone that earns citations.
Cracker Barrel’s attempted rebrand backfired almost instantly. Modest design updates triggered outrage and political backlash—proof that brand refreshes now carry reputational stakes.
Our POV: Rebrands still matter, but they demand foresight. A design tweak is a message, whether you mean it or not.
What to do next: Before launching a new look, test reactions across audience segments and scenario-plan your communication strategy. Shape the story before the internet does.
A new AI platform called Olivia Brown is automating nearly every part of digital PR, from writing press releases to pitching journalists and sending aggressive follow-ups. It promises to “democratize publicity,” but its bulk-send approach is flooding inboxes and straining relationships between brands and reporters who value relevance and trust.
Our POV: Rebrands still matter, but they demand foresight. A design tweak is a message, whether you mean it or not.
What to do next: Before launching a new look, test reactions across audience segments and scenario-plan your communication strategy. Shape the story before the internet does.
Traditional rankings are giving way to AI visibility. The brands that master structure, credibility, and omnichannel authority are the ones AI systems will learn to trust and users will keep choosing.
Traditional SEO metrics can’t capture how visible you are inside AI systems. NP Digital’s SEO 2.0 approach tracks AI citations alongside rankings to see how content performs in generative search.
Our POV: Rankings aren’t the endgame anymore. Visibility inside AI summaries is. The brands that get cited are the ones shaping what users read next.
What to do next: Create original, data-backed content that builds authority across multiple platforms: YouTube, Reddit, TikTok, and forums. These are the signals AI models use to decide who to trust.
SEMrush found that U.S. users are now searching in binary terms. Tens of millions of queries every month ask if something is “good” or “bad.”
Our POV: AI Overviews have trained users to expect clear answers. If your content hedges or buries the lead, you’ll lose clicks and credibility.
What to do next: Structure pages for speed and certainty. Use FAQ blocks, schema markup, and straightforward intros that deliver the verdict early. This is how you earn trust in zero-click environments.
AI is rewriting the rules of visibility, discovery, and trust. Success no longer depends on who publishes most. It depends on who provides the clearest data, most credible voice, and strongest structure. The brands investing in AI-ready content, authentic storytelling, and measurable strategy will own the next wave of search, social, and PR.
Need help applying these insights? Talk to the NP Digital team. We’re already helping brands adapt as things develop.
Read more at Read More
GEO, AI SEO, AEO – call it what you like.
The label doesn’t matter nearly as much as understanding the shift behind it.
At the center of that shift lies one idea that explains everything: AI availability – and here’s why it matters.
The idea of AI availability comes from Byron Sharp, research professor at the Ehrenberg-Bass Institute, who introduced it in a comment on one of my LinkedIn posts.
Sharp’s work underpins modern brand science and shows that growth depends on availability.
Brands grow through sales, and sales grow through two kinds of availability: mental and physical.
For years, these two principles have guided brand strategy.
They explain why Coca-Cola invests in constant visibility and why Amazon makes every click lead to a checkout.
But in the era of generative search, there’s now a third kind of availability marketers need to understand – the likelihood that your brand or product will be recommended by an AI system when a user is ready to buy.
That is AI availability – and it changes everything.
If you are still thinking of AI as a technology, you are already behind.
Think of it instead as the world’s most powerful influencer.
ChatGPT alone is used by about 10% of the global adult population, according to recent research from OpenAI, Harvard, and Duke.
That makes it far more pervasive than any social media platform at a similar stage in its life cycle.
Most people do not use it to code or write poetry – they use it to make decisions.
Nearly 80% of ChatGPT conversations, the same study found, fall into three categories:
In other words, people are asking AI to help them decide what to do, buy, and believe.
The study also shows that these conversations are increasingly focused on everyday decisions rather than work.
The distinction between search, research, and conversation is collapsing.
The result is simple.
AI systems are now the gatekeepers of modern discovery. They decide what information to surface and which businesses appear in front of consumers.
Forget the Kardashians. Forget influencer marketing.
If you’re invisible to AI, you’re invisible to the market.
AI is the new influencer.
The SEO industry has spent two decades optimizing for how humans search with keywords – but that is changing.
Large language models (LLMs) infer meaning from context, probability, and performance.
They are scanning for what we can call fitness signals – a term from network science.
Fitness describes a product or service’s inherent ability to outcompete rivals, allowing one business to dominate a market even if others started earlier or invested more.
Think of how Google overtook Yahoo.
It wasn’t just about better search algorithms – it was a better business model built on a stronger performance attribute: relevance.
These performance attributes are what make a business fit for survival. They are the qualities that define how well you solve a problem for a customer.
AI deploys search strategies to identify which businesses solve which problems most effectively.
Because it exists to serve human needs, those same signals determine your AI availability.
Yes, AI uses search strings, fan-out queries, and reciprocal rank fusion, among many other strategies and tactics.
It doesn’t search like humans because it isn’t bound by the same cognitive and speed limitations.
Humans search by “satisficing.” Keywords + Page 1 rankings = good enough.
Machines operate on an industrial scale – searching, gathering, assessing, and recommending.
Dig deeper: Fame engineering: The key to generative engine optimization
To understand why this works, we turn to evolutionary psychology.
Geoffrey Miller, author of “Spent,” explained that humans have always been driven by two fundamental needs.
Consumer products have evolved to meet those needs. Luxury goods signal success.
Convenience products signal control. Both deliver psychological reassurance.
AI works in a similar way. Its goal is to satisfy human intent.
When someone types a complex prompt into an LLM, the AI interprets it not as a string of keywords but as a statement of need.
It then searches its training data and live information to find the most relevant and trustworthy performance attributes that match that need.
That is why context matters so much more than content.
You are no longer competing for blue links – you are competing for cognitive inclusion in an AI’s mental model of your category.
Your job is to make your brand’s fitness and performance attributes unmissable to that model.
Category entry points are the situations, needs, and triggers that put someone in the market to buy.
In the world of GEO, these are your new keywords.
They are what users express in prompts rather than in search terms.
“Where can I find sustainable running shoes for flat feet?” is not a keyword query – it is a buying situation.
Your strategy is to:
That means describing not only what you do, but how you do it, who you do it for, and why you are distinctive.
This isn’t new. It’s the same foundational brand positioning marketers have always needed.
What’s changed is that it now feeds the world’s most sophisticated recommender system.
Dig deeper: AI search is booming, but SEO is still not dead
Imagine a small sandwich shop in Stoke. It’s not glamorous, serving sausage sandwiches, bacon rolls, and coffee.
The owners don’t want to be influencers. They just want customers.
How does a business like this make itself visible to AI?
The first step is to make its performance attributes explicit.
All these details are small signals of trust and quality.
A strong website should describe them in clear, human language.
Every piece of information tells AI that:
Next, build local reputation.
Every third-party mention adds more mutual information between your brand and the market – and that’s what AI learns from.
GEO is where good brand marketing meets intelligent technology.
And for the “GEO is just SEO” crowd, yes, ranking on Google and in the local pack might be the best bet for increasing AI availability for this shop.
However, it might also be hosting a relaunch event and inviting 30 local bloggers and press members to secure coverage.
Both are valid tactics with multiple benefits – and you can do both.
Until Google decides what it’s doing with the 10 blue links and AI Mode, bothism is the best plan – SEO and GEO, not just one.
Larger businesses apply the same logic at scale. The recent wave of acquisitions in the SEO and analytics sector is a testament to this.
These are deliberate attempts to control information ecosystems.
Owning media outlets, communities, and data platforms increases a company’s visibility in the information that AIs learn from.
It creates an abundance of references that confirm expertise, authoritativeness, and relevance.
In traditional SEO, this is referred to as off-page optimization.
In GEO, it is strategic distribution – where performance attributes and PR meet.
Your goal is to describe what you do, while making sure others also describe it.
Fame, distinctive assets, and consistency still matter. But the audience is no longer just human.
Dig deeper: AI search relies on brand-controlled sources, not Reddit: Report
To make your brand visible to machines that now mediate discovery, you need to understand how and where that visibility is built.
Diagnose your current presence.
Identify the category entry points most relevant to your products, and ask what prompts a user might type when they are ready to buy.
Tools such as Semrush’s AI Enterprise platform can simulate these scenarios and show where your brand appears.
Identify the sources that AI models reference.
Many LLMs use a mix of training data and live search, with listicles, directories, and “best of” articles among the most common data sources.
Being included in those lists is a sensible marketing strategy.
Just as supermarkets stock their own shelves with their best products, you should position your brand among the best available options.
Over time, you’ll find saturation points where every competitor appears in the same lists.
At that stage, innovation and owned media become essential.
Start your own publication, commission original research, and contribute to conversations in your category.
Digital shelf space isn’t the problem. Credible context amplifies your fitness signals.
Efficient, data-led, and creative, this is GEO’s manufactured style. But its success depends entirely on having a brand worth recommending.
That’s why GEO is the outcome of proper marketing.
Still, it’s proper marketing with a specific focus: increasing the likelihood of being recommended by AI.
SEO has always been about optimization.
GEO is about promotion – building and distributing enough credible, distinctive information about your business that an AI can recognize it as a trusted source.
The techniques look familiar: PR, branding, copywriting, partnerships, directories, and reviews.
The difference lies in intent. You’re not feeding a search engine – you’re training an intelligence.
This requires a new mindset.
GEO is both exciting and humbling.
It reconnects brand marketing and search after years of false division, and reminds us that while the tools evolve, the fundamentals endure.
You still need to be known, available, and distinctive.
And now your audience includes machines that think like humans but learn on their own terms.
GEO is a return to marketing fundamentals seen through a new lens.
Businesses still grow by increasing availability.
Consumers still buy from the brands they notice and can easily access.
What has changed is the mediator: AI has become the primary distributor of attention.
Your task as a marketer is to make your brand’s performance attributes, category entry points, and distinctive assets visible in the data that AI consumes.
The goal hasn’t changed – to be chosen. Only the mechanics are new.
Because in the age of AI, the only brands that matter are the ones the machines remember.
Read more at Read More
Keywords in reviews are generally believed to help local rankings, although their impact is still actively debated within the local SEO community.
Regardless of where the truth on ranking impact ultimately lands, keyword-rich reviews can still provide meaningful value for local SEO beyond pure rankings.
Below are seven reasons why you should still encourage keyword-rich reviews.
If your reviews consistently mention a keyword related to your business, the likelihood that your Profile will get a Review justification in search increases.
This visibility can boost click-through rates. Higher engagement may lead to a secondary improvement in search engine rankings.
Google creates clickable Place Topics from keywords in your reviews. These topics:
Google bolds frequently mentioned terms in three review snippets on the Business Profile. This draws users searching for those terms to your Profile, hopefully increasing click-through rates.
The Menu Highlights are generated from customer reviews and photos, similar to Place Topics.
Recent analysis from Claudia Tomina showed that:
Google’s AI-generated business summaries pull concepts from reviews (e.g., “cozy”) to describe your business.
While Google’s AI summaries aren’t something you can edit, encouraging customers to include specific keywords in their reviews could influence the AI to emphasize aspects most beneficial to your business.
Google’s AI generates review summaries by analyzing common sentiments and tips from customer feedback.
If your customers mention the right keywords in their reviews, your review summary will appear more compelling.
Google is phasing out the old Q&A section and replacing it with an AI-powered feature that pulls answers from customer reviews.
This means reviews with detailed info (and the right keywords) are more valuable than ever.
It does not make sense to directly ask your customers, “Can you please add [keyword] to your review?” It’s unnatural and weird and will leave the customer wondering what your deal is.
But that doesn’t mean you have no options.
To encourage customers to naturally include relevant keywords in their reviews, begin by upgrading your review request templates.
Miriam Ellis recently wrote a helpful guide all about how to get keyword-rich reviews, which also includes three review request templates to make it extra easy for every business owner.
These templates guide customers on what to say, encouraging longer, more detailed, keyword-rich reviews — and can even prompt them to add photos to their reviews.
Here are three of those templates:
| Hi [customer name], I’m [your name and job title] from [company name], and I’m writing to check in with you on your purchase of [product]. It’s my job to be sure you’re satisfied, and I wondered if you would be willing to provide your feedback in a review at [link]? I’m enclosing a photo of [product] for your use in your review if you don’t have your own photo, and I’d be so grateful if you could review your experience with: – The features of this product that stand out most to you– What you like or dislike about it– How you’ve been using the product since you purchased it If there’s anything we could have done better for you, please feel free to contact us directly at [phone number or feedback form link]. I want to be sure you’re fully satisfied and we’re so grateful for your business. Thank you very much if you can take the time to tell us about your personal experience in your review. [review us here link or button] Sincerely,[name, job title, business] |
| Hello [customer name], This is [your name and job title] from [company name], and we were so happy to [service provided]. It’s my job to be sure you’re satisfied, and I wondered if you would be willing to provide your feedback in a review at [link]? I’m enclosing a photo of [the service that was provided] for your use in your review if you don’t have your own photo, and I’d be so grateful if you could review your experience with: – Whether the service met your expectations– What you like/dislike about the service– How we did with our customer service If there’s anything we could have done better for you, please feel free to contact us directly at [phone number or feedback form link]. I want to be sure you’re fully satisfied, and we’re so grateful for your business. Thank you very much if you can take the time to tell us about your personal experience in your review. [review us here link or button] Sincerely,[name, job title, business] |
| Email template |
| Hello [customer name], Thank you for being our customer. I’m [your name and job title] from [company name], It’s my job to be sure you’re satisfied, and I wondered if you would be willing to provide your feedback in a review at [link]? I’m enclosing a photo of [the business premises] for your use in your review if you don’t have your own photo, and I’d love it if you could review: – Whether you found our customer service helpful– What you like/dislike about our store– Why you chose our store If there’s anything we could have done better for you, please feel free to contact us directly at [phone number or feedback form link]. I want to be sure you’re fully satisfied and we’re so grateful for your business. Thank you very much if you can take the time to tell us about your personal experience in your review. [review us here link or button] Sincerely,[name, job title, business] |
By implementing a few simple improvements in your review requests, you will receive more detailed reviews from your customers, and their enhanced feedback will provide numerous benefits.
You may even increase your Google rankings for additional keywords, but I can’t guarantee anything. With all the other benefits, rankings shouldn’t be your primary goal anyway.
Read more at Read More
Over 2.5 million home services businesses operate in the U.S., from HVAC companies and plumbers to pest control specialists and landscapers. Most compete within a 10-15 mile radius, fighting for the same local customers.
Here’s the problem: your potential customers need help right now. A burst pipe. A broken AC in July. A wasp nest over the front door. They’re Googling “emergency plumber near me,” asking ChatGPT for recommendations, or searching through Google’s AI Overviews for “same-day HVAC repair.” They’re calling the first business that looks trustworthy.
If you don’t show up in those searches, either traditional Google results or AI-generated answers, with strong reviews and clear contact info, you’ve already lost the job.
Home services marketing gets you in front of customers at the exact moment they need you, across every platform they’re using. This guide breaks down the specific tactics that work for local service businesses.
Referrals and repeat customers built your business. But what happens when your best referral source retires? Or when a new competitor opens two miles away and starts undercutting your prices?
Marketing creates a predictable lead pipeline that doesn’t depend on word-of-mouth alone.
Here’s what effective marketing does for home services businesses:
Without marketing, you’re reacting. With it, you’re in control of your growth.
Home services marketing operates differently than retail, ecommerce, or B2B software. You’re selling an in-person service that requires customers to let strangers into their homes, often during stressful situations.
That creates three unique challenges:
Hyper-local competition. You’re not competing nationally. You’re fighting for visibility against 15-30 other plumbers, electricians, or HVAC companies within a 10-mile radius. Your customer in Austin doesn’t care about the best roofer in Dallas.
Trust is the primary buying factor. Customers research your business before opening their door. They check if you’re licensed, read what other homeowners say about you, and look for proof you won’t rip them off or do shoddy work.
Look below for an example of what customers see when researching a home services business. This HVAC company’s Google Business Profile displays detailed reviews mentioning specific technicians and response times. These trust signals matter more than flashy branding.
Speed matters more than polish. Most home services searches are urgent. Customers need someone today, not next week. They’ll call the first business that answers the phone and can schedule them quickly. A beautiful website means nothing if your contact info is buried or your phone goes to voicemail.
This means your marketing needs to prioritize:
Winning in local home services marketing requires a mix of visibility tactics and trust-building. You need customers to find you when they search, trust you enough to call, and remember you for future jobs.
The strategies below work specifically for home services businesses. Each section covers what the tactic does, why it matters for local service companies, and how to implement it without wasting money on tactics built for other industries.
Large Language Model (LLM) marketing optimizes your content to appear in AI-generated search results from tools like ChatGPT, Claude, Perplexity, and Google’s AI Overviews.
When someone asks ChatGPT “Who’s the best emergency plumber in Austin?” or uses AI Overviews to search “how to choose an HVAC company,” you want your business cited in those responses.
How to optimize for LLMs:
Answer specific questions clearly. Create content that directly answers common home services questions: “How much does furnace replacement cost in Chicago?” or “What causes low water pressure?” AI tools favor content that gets straight to the answer in the first paragraph.
Use structured data markup. Add schema markup (LocalBusiness, FAQPage, HowTo) to help AI understand your services, location, and expertise. This increases your chances of being cited as a source.
Build authority with detailed guides. Publish comprehensive resources like “Complete Guide to Emergency Plumbing Repairs” or “HVAC Maintenance Checklist for Homeowners.” AI models pull from authoritative, in-depth content when generating recommendations.
Check out this Google’s AI Overview for landscaping companies near Seattle. These businesses earned placement by creating structured, authoritative content that AI can parse and reference.
Claim and optimize your Google Business Profile. AI tools often reference Google’s local business data when making recommendations for service providers.
Content marketing for home services means creating blog posts, videos, and guides that answer customer questions, build trust, and improve your local SEO rankings.
Customers research before calling. They want to know what the job costs, how long it takes, and whether they can trust you. Content answers those questions and positions you as the expert.
What works for home services:
Location-specific service pages. Create dedicated local landing pages for each service in each city you cover: “Emergency Plumbing in Austin, TX” or “AC Repair in Round Rock.” Include local details like average response times, areas served, and city-specific regulations.
Educational blog posts targeting search queries. Answer questions customers actually ask: “How do I know if my water heater needs replacing?” or “Why is my AC blowing warm air?” These posts drive organic traffic and demonstrate expertise.
Video content showing your work. Film your technicians diagnosing problems, completing repairs, or explaining maintenance tips. Video builds trust faster than text. The River Pools YouTube channel is a good example, showing repair tutorials and walkthroughs..
FAQs on every service page. Add 3-5 frequently asked questions at the bottom of each service page. This helps with SEO and reduces pre-call questions.
Paid search (PPC) puts your business at the top of Google instantly, above the map pack and organic results. For urgent home services searches, paid ads capture customers who need help now and will call the first number they see.
Home services keywords are expensive. “Emergency plumber” or “AC repair near me” can cost $15-$75 per click in competitive markets. That’s why your campaigns need tight targeting and strong conversion tracking.
Here are some best practices for home services PPC:
Target hyper-local, high-intent keywords. Bid on “emergency electrician in [neighborhood]” or “same-day HVAC repair [city].” Skip broad terms like “plumbing tips” that attract researchers, not buyers.
Use call extensions and location extensions. Make your phone number and address visible in every ad. Most home services customers call directly rather than visiting your website first.
Run call-only campaigns for mobile. Over 70% of home services searches happen on phones. Call-only ads display just your phone number and business info with a tap-to-call button.
In the paid ads for “emergency plumber NYC,” you can see book buttons, star ratings, and location info. Notice how these ads dominate the top of results before any organic listings appear.
Track phone calls, not just clicks. Use call tracking software like CallRail to measure which keywords drive actual phone inquiries and booked jobs.
SEO (search engine optimization) helps your business rank organically in Google without paying for every click. For home services, local SEO drives the most valuable traffic because customers search for providers in their immediate area.
Local SEO focuses on appearing in the map pack (the top three businesses with pins) and ranking for city-specific keywords. Getting into that map pack means more calls.
How to optimize local SEO for home services:
Optimize your Google Business Profile completely. Fill out every section: business description, service areas, hours, attributes (veteran-owned, emergency services, etc.), and upload at least 10 photos. Add posts weekly to stay active.
Create dedicated pages for each service and location. If you serve five cities, create five separate pages for “AC Repair in [City].” Include local landmarks, neighborhoods, and zip codes in your content.
Build local citations. Get your business listed on Yelp, Angi, BBB, Chamber of Commerce, and industry directories. Consistent NAP (Name, Address, Phone) across all sites signals legitimacy to Google.
The example below shows a location-specific service page optimized for local SEO. Notice how the plumbing company includes the city name in the H1, mentions specific neighborhoods served, references local weather patterns, and includes a map showing their service area.
Optimize for mobile speed. Run your site through Google PageSpeed Insights and fix any issues slowing load times. Slow sites lose impatient mobile customers.
Social media for home services builds local recognition and trust. You’re not trying to go viral. You’re staying visible so customers think of you first when their water heater breaks or their AC stops working.
Focus on Facebook and Instagram for residential customers, and add YouTube for educational content. LinkedIn works if you target commercial property managers or businesses.
What works for home services social media:
Post before-and-after photos of completed jobs. Show the clogged drain versus the clean pipe. The old HVAC unit versus the new installation. Visual proof builds credibility and gives customers confidence in your work quality.
Share customer testimonials and video reviews. Ask satisfied customers to record a 30-second video explaining their experience. Video testimonials feel more authentic than text reviews and perform better on social platforms.
Show your team and trucks in action. Post photos of your technicians arriving at jobs, working on repairs, or attending training. This humanizes your business and helps customers recognize your branded vehicles in their neighborhood.
The example below shows a foundation repair company’s Instagram feed with informational content, team photos, and customer shoutouts.
Engage with local community content. Share local events, sponsor youth sports teams, or highlight neighborhood news. This positions you as a community business, not just a service provider.
Post 3-4 times per week minimum. Consistency matters more than perfection.
Most home services businesses ignore email marketing, which leaves money on the table. Email keeps you connected with past customers and turns one-time jobs into repeat business.
Home services have natural repeat cycles. HVAC systems need annual maintenance. Gutters need cleaning twice a year. Pest control requires quarterly treatments. Email reminds customers to book before they call someone else.
How to use email for home services:
Send seasonal maintenance reminders. Email past customers in April about AC tune-ups before summer heat. In October, remind them about furnace inspections before winter. These emails generate easy repeat bookings.
Automate post-job follow-ups. Three days after completing a job, send an automated email asking for a review with direct links to your Google Business Profile. Follow up 30 days later with maintenance tips or related service offers.
Share monthly tips in newsletters. Send seasonal advice like “How to prevent frozen pipes” or “Signs your water heater is failing.” Educational emails keep you top-of-mind without being pushy.
The screenshot below shows a house cleaning company’s new stripping and waxing service seasonal email reminding customers to book spring maintenance. Notice the clear call-to-action button, features, and service photos.
Win back inactive customers. Email customers who haven’t booked in 12+ months with a special offer.
Your online reputation directly impacts whether customers call you or scroll to the next business. Studies show 97% of consumers read customer reviews before choosing a local service provider. For home services, where customers invite strangers into their homes, reviews matter even more.
A competitor with 150 five-star reviews will get calls over you, even if your prices are lower and your service is better. Reputation management isn’t optional.
How to manage your reputation:
Ask for reviews immediately after completing jobs. Send a text or email within 24 hours with direct links to your Google Business Profile and Yelp. Happy customers forget to leave reviews if you wait too long. Make it easy with one-click links.
Respond to every review within 48 hours. Thank customers for positive reviews and mention specific details (“Glad Tom could solve your drainage issue so quickly”). For negative reviews, respond professionally, acknowledge the problem, and offer to make it right offline.
Display reviews prominently. Add a reviews widget to your website homepage. Screenshot your best Google reviews and share them on social media. Ideally, you should have as many ways as possible to feature testimonials.
Monitor mentions across platforms. Use tools like Podium, Birdeye, or Google Alerts to track when your business is mentioned online.
SMS marketing works exceptionally well for home services because customers open 98% of text messages within minutes. For time-sensitive communications like appointment confirmations and service updates, texting beats email every time.
How home services use SMS effectively:
Send appointment confirmations and reminders. Text customers 24 hours before scheduled service: “Reminder: Tom will arrive tomorrow at 2pm for your AC repair. Reply C to confirm or R to reschedule.” This reduces no-shows significantly.
Update customers on technician arrival. Text “Your technician is 15 minutes away” when your crew is en route. This courtesy builds trust and reduces anxious phone calls asking “Where are you?”
Request reviews via text. Send a review request within hours of completing a job: “Thanks for choosing us! How did we do? Leave a review: [link].” SMS review requests get 3x higher response rates than email.
Send seasonal promotions to past customers. Text previous clients with limited-time offers: “Spring AC tune-up special: $79 (reg $129). Book by 4/30. Reply BOOK to schedule.”
Keep messages short, personalized, and always include an opt-out option to stay compliant with
Tracking results tells you what’s working and where to invest more budget. Home services businesses should focus on metrics that directly tie to revenue: calls, bookings, and cost per customer.
Key metrics to track:
Phone call volume and source. Use call tracking software like CallRail or CallTrackingMetrics to see which marketing channels drive calls. Tag different phone numbers for your website, Google ads, and Facebook page to identify your best sources.
Form submissions and online bookings. Track how many people fill out contact forms or book appointments through your website. Set up conversion tracking in Google Analytics to measure this.
Google Business Profile insights. Check your profile’s dashboard monthly to see how many people viewed your listing, clicked for directions, called your business, or visited your website. This shows your local visibility trends.
Cost per lead and cost per customer. Calculate how much you spend to acquire each lead and each paying customer. If your Google ads cost $2,000/month and generate 40 leads with 10 becoming customers, your cost per customer is $200.
The screenshot below shows a CallRail dashboard tracking phone calls by source. Notice how it attributes calls to specific campaigns (Google Ads, organic search, Facebook) so you know exactly what’s driving results.
Use Google Analytics, Ubersuggest, and your CRM to centralize this data in one dashboard.
Home services marketing is the process of promoting businesses like HVAC, plumbing, roofing, pest control, and other similar categories. It includes strategies like SEO, paid ads, local listings, email, and referral programs to attract and retain customers.
Start with the basics: claim your Google Business Profile, build a review strategy, create local SEO-optimized service pages, and run targeted PPC campaigns. From there, test channels like email and SMS to nurture leads and win repeat business.
More leads, more reviews, and a full calendar don’t happen by accident. Home services marketing builds the visibility and trust that turn searchers into paying customers.
Start with local SEO and your Google Business Profile. These give you the foundation to appear when customers search for help. Add customer reviews to build credibility, then layer in paid ads and content to capture customers at every stage.
Track your results monthly. Know which channels drive calls and which waste budget. Double down on what works.
If you need help building a marketing strategy that fills your schedule, NP Digital works with home services businesses to create campaigns that generate real ROI.
Read more at Read More
A year and a half ago, I wrote “The rise of forums: Why Google prefers them and how to adapt,” arguing that brands should build their own online forums and communities.
Let’s look at what’s happened since.
So what happened? It comes down to the law of supply and demand.
The demand for answers has skyrocketed as people increasingly turn to LLMs.
ChatGPT, Perplexity, Gemini, and Grok will try to come up with the answers from their training data, and failing that, they’ll search the web.
ChatGPT uses Bing, Gemini uses Google, and Claude, Grok, and Perplexity use their own internal search engine.
The web search engine will quickly find that the supply of long-tail answers is nonexistent.
And so it will surface the closest thing it can find: a Reddit thread that matches the keywords, but could very well have been written by a novice, an armchair expert, or a troll.
Whose fault is it that the web is devoid of meaningful long-tail content?
Ultimately, it was Google’s.
Even the best SEO professionals among us were told by our clients and bosses that nothing mattered except for the One Ring – getting ranked on the top for a competitive head term.
We all started to write the same blog posts to try to grab that top spot, while the vast long tail went ignored.
The irony is that if your brand has any kind of expertise or authority in your space, you always could – and still can – completely own the undiscovered country of the long-tail of search for your industry, a frontier of questions no brand has yet answered.
The best way to do this – by far – is through user-generated content (UGC), which has several key characteristics:
If this all sounds familiar to you, it’s the same old E-E-A-T that Google has been trying to get us to do for years.
Only now, it really counts.
Most companies instinctively resist the idea of launching a forum.
Here are the objections I hear most often – and how I respond.
I tend to use the phrase “forums” interchangeably to refer to two kinds of sites: discussion boards and Q&A sites.
There are key differences, depending on your company’s goals.
A discussion board is built for ongoing conversation.
It’s a social space where customers can connect, share experiences, swap ideas, and engage in the occasional friendly debate, like an always-on company event or conference.
A Q&A site, by contrast, is built for resolution. Each post centers on a single question from a community member.
Some brands limit responses to verified experts, while others invite the whole community to contribute and vote on the best answer.
The goal is clarity: one question, one accepted solution.
Both formats create a treasure trove of owned, uniquely human content.
While other companies rely on generative AI to churn out soulless copy, with the help of your community, you’ll be building fresh content that feeds AI and, more importantly, reaches real customers.
As derivative AI-generated content floods the web, that authentic human signal will become a huge competitive edge.
While many enterprise and SaaS options exist, most businesses can start with open-source software – ideal for small, mid-sized, or cost-conscious enterprises.
Here’s why open source makes sense.
Every software package I recommend below will be free.
All you need is a web server or hosting plan (your own infrastructure, a cloud provider, or even a managed host), and you can run it yourself.
Most mature open-source platforms enable brands to easily customize and extend functionality through plug-ins and extensions – all with a fraction of the development effort required to build a system from scratch.
Instead of building a huge system from scratch, your team can focus on customization, such as:
When you self-host your forum, you own the data and can export it at any time, with no dependencies on third-party platforms or APIs.
This is increasingly important as we enter an era where unique content is literally an asset.
Most mature forum and Q&A software have SEO best practices built in, from automatic title tags to best internal linking practices that make it easy for search engines and AI bots to discover content.
Active moderation is crucial to the success of online communities.
After extensive research, my go-to recommendations for discussion boards are Flarum and Discourse.
I like Flarum for its sleek, minimalist interface and Reddit-like familiarity.
Built on PHP with Laravel components, it’s fast, lightweight, and highly extensible, supported by an active developer community.
It’s ideal for small to mid-sized businesses, startups, and niche communities.
Discourse is the gold standard for modern forums, built on Ruby on Rails and Ember.js.
It offers robust features out of the box, including SSO, analytics, trust levels, and a powerful API, plus a paid option for fully managed deployments.
Used by major brands like OpenAI, Samsung, and Shopify, it’s ideal for larger organizations, SaaS companies, and professional communities.
Honorable mention goes to NodeBB and phpBB, older platforms that require a bit more care and feeding, but also have their advantages.
My go-tos here include Apache Answer and Question2Answer.
Apache Answer is a modern, actively supported platform from the Apache Software Foundation, with a solid pedigree.
Built on Go and Vue.js, it offers a full feature set – voting, accepted answers, categories, and a Reddit-style reputation system.
Question2Answer, first released in 2010 and still actively maintained, is inspired by Stack Overflow, offering features such as voting and tagging.
Its out-of-the-box interface looks dated, but a good designer can easily modernize it. It’s built in PHP.
AskBot and Scoold are also worth exploring.
Test them out. They all have links to a demo and real-world client implementations on their sites.
Find one you like. Pay $50 for a shared web hosting service, and another $50 for pizza for engineers and developers.
You’ll have a fully functional forum within a week.
Unlike most software projects, building a discussion board or Q&A site is relatively straightforward.
But it’s maintaining and running it that will determine whether it’ll be successful.
I’ve been fortunate enough to have launched, managed, and moderated several successful discussion forums and Q&A sites over the years.
Here’s some practical advice.
I mentioned this in my previous article; it’s the number one reason forums fail.
The moment you launch a discussion board, it will be attacked.
Fortunately, tools like Akismet, StopForumSpam, CleanTalk, and reCAPTCHA can block most spam before it reaches your site.
You can even run your server logs through an LLM to generate smart filtering rules for your CDN.
And if anything slips through, remove it fast – spam spreads apathy faster than any troll.
With Q&A sites, you’ll have a bit more control, depending on how many of the questions and answers you’d like to open up to the public.
This is another Achilles’ Heel of many forums.
Discussion boards often have non-descript titles, such as “Help!” or “Need Advice!” You’ll also want to have a zero-tolerance policy toward those.
Have instructional copy that reminds them to leave detailed titles, and if any slip through the cracks, either generate a title for them or reject the post.
Similarly, for Q&A sites, your titles must reflect actual questions that users ask in their own language, not the words of a marketer or other internal voice.
To understand the questions people are asking, review:
Post them to the discussion board from a moderator account, provide high-quality answers, and invite comments.
As long as you’re authentic and transparent, users will respond.
Set rules and boundaries clearly up-front and display them prominently.
Keep them short enough that real users will read them, ideally 5-7 bullet points.
Some thought starters:
Define categories and tags clearly.
Take a large pool of typical questions or discussion topics and categorize them. (Hint: Use your favorite LLM to help.)
Ensure that category names are immediately intuitive to users. Move or delete off-topic content quickly.
Over time, many forums start to attract regular visitors.
If this happens to your brand, tap into their passion by inviting them to take on small moderation privileges (e.g., editing titles, retagging, or flagging spam).
Depending on your relationship with these fans, you can incentivize them with recognition, branded merchandise, free product, or monetary compensation.
Community self-correction scales far better than centralized policing.
Gamify contributions for everyone with leaderboards, badges, upvote milestones, etc.
Especially in Q&A boards, you’ll want to make sure to avoid repeating questions.
That causes duplicate content issues for SEO, but worse, it can frustrate visitors.
There are plenty more ways to run a successful discussion board or Q&A site.
But the most important rule is this: don’t treat it as an SEO tactic, an LLM feeder, or a necessary evil.
Build a destination you and your team would actually want to visit – a place for lively conversation, useful knowledge, and genuine connection with your customers and fans.
That’s the real formula for success.
A year ago, I suggested that you start a forum. This year, it’s not optional.
Reddit has proven that conversation has real value, and your competitors will soon catch on.
Claim the conversations that belong to your brand, and you’ll:
Read more at Read More
AI search is still moving. What’s cited today across Google (AI Mode + AI Overviews) and ChatGPT might look different in a month.
But there’s no need to scramble.
For example, a dip in Reddit citations isn’t a reason to abandon conversational marketing or rebuild your plan from scratch.
(Plus, it’s likely things aren’t always what they seem, like this speculation from John-Henry Scherck about Reddit and ChatGPT.)
Instead, stick to doing the basics — getting mentioned by the major players in your industry as well as hyper-relevant/niche ones — while keeping tabs on macro changes that should impact your go-forward strategy.
The “who gets cited” list keeps changing, especially in ChatGPT.
Just comparing August 2025 to October 2025, ChatGPT increased the number of sources it uses by ~80%, signaling a push toward more diverse evidence in each answer.
This is a dramatic shift in just a couple of months.
But if you’re an SEO, semi-regular algorithm shifts should sound very familiar.
Over the years, Google has made thousands upon thousands of changes to how it finds and ranks pages.
AI will be no different. LLMs will want to continuously improve its output and user experience.
In SEO, we say to stick to the basics in light of algorithm updates, so there’s no need to treat AI SEO differently.
Explore a deeper analysis and get actionable strategies on how to win in AI search: Get the full Semrush AI Visibility Index.
When sources are in flux, you win by doubling down on durable authority and adding a light, recurring layer of measurement to stay apprised of changes.
The goal should be to keep your foundation strong. Google’s own guidance for AI features emphasizes usefulness, experience, clear structure, and trust signals.
Those are the same qualities humans respond to and the same signals LLMs can verify.
But, while working on the fundamentals, it’s good to keep an eye on LLM trends.
Below we’ll share four tips that will help you sustainably optimize for LLM answers and citations while simultaneously tracking significant, noteworthy shifts in LLM behavior.
As we’ve seen, ChatGPT’s citations change. Sometimes quickly.
Rather than seeing this as a race, consider it an opportunity.
Every time an LLM adds new sources into the mix, they’re providing new ideas for where you can earn media and build brand visibility and authority.
And you don’t need a complex dashboard to track the changes. You just need a simple spreadsheet that shows which domains it’s using for your money prompts.
Start by choosing prompts that map to your funnel.
For example:
Run them in an LLM the same way a buyer would. Note the sources. Track in a shared living document month over month.
You’re looking for two things: new entrants and rising domains. Both provide ideas on where to place your best evidence next.
So, what does this look like in practice?
Create a one-page tracker and update it every 30 days:
Again, the goal is to identify broader trends and not worry about every little change.
After a few months of this type of tracking, you may notice similarities in the types of sites or content being prioritized. Those are the ones worth adding to your strategy.
LLMs lean on trusted third-party sites. Some of those sites already vouch for your competitors.
Backlinks show where that trust lives.
Use traditional backlink gap analyses to find new ideas as to where you can earn external authority signals. You can also gain insight about the type of content that’s worth citing.
Start simple. Pick 5–10 competitors and pull their new referring domains from the last 3-6 months.
For example, using Semrush’s Backlink Gap tool, we compared Backlinko’s backlinks to leading SEO tools and noticed they have links from VistaPrint while Backlinko doesn’t.
So we checked out the content and the page they linked to, which in this example turned out to be an informational blog post about the marketing funnel.
When we put this URL into Semrush’s Backlink Analytics tool, we found that this specific page has 344 referring domains pointing to it.
Many of the linking pages are informational about marketing and are relying on Semrush’s expertise to support their own articles.
This indicates the piece of content is strong and worth evaluating for insight into what makes it high quality.
As it turns out, the page is very robust with a lot of visual appeal. It’s full of useful graphics, screenshots, and actionable takeaways that make what can be a convoluted topic into something straightforward.
In this example, we’ve learned some sites that talk about marketing fundamentals and may be worth targeting (VistaPrint, GoDaddy, etc.), and we’ve gained inspiration as to what makes that content appealing to link to.
When doing this kind of analysis yourself, look for patterns:
Pro tip: Mid-tier niche outlets often outperform top-tier media for earning durable, evergreen citations. They publish faster, go deeper, and link more generously when you bring real substance.
Models evolve. People move faster.
If your buyers shifted from big media to niche reviewers or podcasts, your distribution plan has to follow.
Ask recent customers one question: “What did you read, watch, or listen to before choosing a tool like ours?”
Keep it lightweight. Add it to onboarding and to quarterly interviews. Log their responses and share with the PR and content teams to plan how to achieve earned media in those locations.
There’s online research you can do, too.
SparkToro, for example, reveals where your audience consumes content, giving you a great head-start on putting a pitch list together.
For example, with the free account (which gives you five searches per month), we wanted to explore where else folks who visit Backlinko.com get their information.
SparkToro then provides a list of websites, social networks, AI tools, YouTube channels, podcasts, and more that your audience tends to visit.
No matter your preferred method for audience research, if the last time it was updated was over six months ago, it’s time for a refresh.
Further reading: Audience Research: Stop Guessing What Your Buyers Care About
You know what’s always necessary for building third-party authority signals on a regular basis?
Content. Search engines, LLMs, social sites, YouTube, etc. all need content to surface.
But “better” content isn’t enough. You need something new to compete. Data no one else has. Tests no one else ran. Explanations that resolve the question completely.
This kind of content gives LLM models something concrete to ground on and editors something worth linking to.
What does this look like in practice?
Try shipping one high-value asset per month:
Comprehensive guides can still perform, too. Take an example from our own site, Google RankBrain: The Definitive Guide, which is often a primary source for LLMs on relevant queries.
When you create something better than anything else out there, that’s when it becomes a primary reference. It can even get mentioned on the MIT site in an article about the shift to generative AI.
Ultimately, if you’re providing the best answer that satisfies a curiosity, you’re building a solid foundation for driving authority signals.
Once you create the content, close the loop. Pitch those assets to the outlets from Tips 2 and 3.
If they’re published on a third-party site, implement your typical distribution process to get as much traction as possible.
Then track if they start showing up in your monthly ChatGPT check.
AI search will keep shifting. Your fundamentals shouldn’t.
Stay focused on building durable authority. Track what matters, earn trust where your audience already looks, and create work worth citing. You’ll stay adaptable no matter what comes next.
Tracking your LLM visibility can be tedious, especially as it’s a relatively new addition to your monthly reporting.
For high-level directional data about your industry as a first pass, bookmark and download Semrush’s AI Visibility Index. It’s updated monthly, saving you that first layer of research.
The post LLM Sources Shifted 80% in 2 Months. Here’s Why You Shouldn’t Panic appeared first on Backlinko.
Read more at Read More
If you’ve been working on your website for a couple of years, chances are that your website has become a giant collection of posts and pages. When writing a post, you might find out you’ve already written a similar article (maybe even twice), or you might get a feeling that you’ve written something related that you can’t find anymore. This can become even more complex when you’re not the only one writing for this website. Cleaning up your older content can be overwhelming; that’s why regular content maintenance is key. In this post, we’ll give you some tips to create a good content maintenance strategy!
It might be tempting, especially if you love writing, to keep on producing new content and never look back. But if you do this, you might be shooting yourself in the foot. Your articles that are very similar to each other can start competing with each other in the search results. Having too much content that isn’t structured can also confuse site visitors; they might not know where to go on your website. And the more content you get, the more overwhelming cleaning up your content becomes. So, don’t wait too long with the implementation of a proper content maintenance strategy.
It’s a good idea to plan regular SEO audits and reserve some time for content pruning. How often you should do that depends on a few factors, such as the amount of content you already have, how often you publish new articles, and how many people you have on your editorial team.
At Yoast, we try to plan structured sessions with our content team to improve existing content. We create lists or do an audit (more on that later) and start cleaning up. But in addition to these sessions, we also improve and update blog content in our usual publication flow. When we encounter articles that need updates, we add them to our backlog, assign them to a team member, and update or even republish them on our blog.
When you sit down to actually go through your content and tidy up, it’s sensible to base your decisions on data. Apart from looking at the content on the page itself, you should answer the following questions:
This kind of data can all be found in Google Analytics. If you go to Reports > Engagement > Pages and screens in the left-hand menu, you’ll get a nice overview of the traffic on your pages. You can even export this to a spreadsheet to keep track of what you did or decided to do with a page.
If you want to know how your articles perform in the search results, Google Search Console is a great help. Especially the performance tab tells you a lot about how your pages perform in Google. It tells you the average position you hold for a keyword, but also how many impressions and clicks your pages get. Check out our beginner’s guide to Google Search Console.
There are a number of tools that make this process easier by providing a list of your content and how it performs. This makes it easier to compare how certain (related) articles rank and get their traffic. One tool we like to use at Yoast is the content audit template by ahrefs. This gives you insights into which content is still of value to your site and which low-quality content is dragging you down. It will give you advice (leave as is/manually review/redirect or update/delete) per URL. Of course, we wouldn’t recommend blindly following such automated advice, but it gives you a lot of insight and is a great starting point to take a critical look at your content.
While it’s not harmful if some older posts escape your attention while working on new content, there are posts and pages that you always need to keep an eye on. You’re probably already monitoring pages that convert, whether that’s in terms of sales, newsletter subscriptions, or a contact or reservation page. But you might also have pages that do (or could do) really well in the search engines. For instance, some evergreen, complete, and informative posts or pages about topics you’re really an expert on. This is the content you want to keep fresh and relevant, and regularly link to. These are the posts and pages that should end up high in the search results.
In Yoast SEO Premium, you can mark these types of guides as cornerstone content. This will trigger some specific actions in Yoast SEO. For instance, if you haven’t updated a cornerstone post in six months, it gets added to the stale cornerstone content filter. You’ll find that filter in your post overview. It helps you stay on top of your SEO game by telling you whether any important content needs an update. Ideally, your score should be zero there. If you do find some articles in this filter, it’s time to review those. Make sure all the information is still correct, add new insights, and perhaps check competitors’ posts on the same topic to see if you’re not missing anything.
A content maintenance activity that is often highly underrated is working on your internal linking. Why invest time in internal linking? Well, first and foremost, because the content you link to is of interest to your readers and helps you keep them on your site. But these links help search engines, such as Google, crawl your content and determine its importance. An article that gets a lot of links (internally or externally) is deemed important by Google. It also helps Google understand what content is related to each other. Therefore, internal linking is an important part of a cornerstone content strategy. All your pages, but especially the evergreen guides we discussed above, need attention, regular updates, and lots of links!
So it’s good to link to your other posts while writing a new one. The internal linking suggestions tool in Yoast SEO Premium makes this super easy for you. But while it’s quite common to link to existing content from our new articles, don’t forget that those new articles also need links pointing to them. At Yoast, we regularly check whether our new posts have enough links pointing to them, especially if we want them to rank!
But what about the cornerstone content we discussed above? How do you make sure your most valuable content gets enough links? If you want to focus on these articles, Yoast SEO Premium has just the tool for you: the Cornerstone workout. In a few steps, it lets you select your most important articles and mark them as cornerstones. Then, it shows you how many internal links there are pointing to this post. Do you feel this isn’t in line with the number of links it should have? We’ll give you suggestions on which related posts to link from. And in just a few clicks, you can add the link from the right spot in the related post:
As you probably (hopefully!) don’t change your cornerstone strategy every month, it’s not necessary to do this workout every month. If you have a vast amount of content that performs quite well, checking this, let’s say, every 3 or 6 months, you should be fine. However, if you’re starting out, publishing a lot of new content, or making big changes to your site, you should probably do this workout more often. As your site grows, your focal point might change, and this workout will help you make sure you stay focused on the content you really want to rank.
We mostly discussed your best and most important content until now. But on the other side of the spectrum, we have your older (and more lonely) content that you haven’t touched in a while. Announcements of events that took place years ago, new product launches from when you just started, and blog posts that simply aren’t relevant anymore. These posts keep filling up your attic, and at one point, you should clean your attic thoroughly. You don’t want people or Google to find low-quality pages or pages showing outdated or irrelevant information and get lost up there.
There are some ways to go about this. You can, of course, go to your blog post archive and clean up while going through your oldest post. Never just delete something, though! Take a closer look at the content and always check whether a post still gets traffic in Google Analytics. In doubt whether you should keep it? Read our blog on updating or deleting old content to help you with that choice. And, if you think a post is irrelevant and you want to delete it, you should either redirect it to a good equivalent URL or have it show a 410 page, indicating that it’s been deleted on purpose. You can read all about properly deleting a post here.
Yoast SEO Premium also has an SEO workout to help you maintain old and forgotten content: the Orphaned content workout. It lists all of your unlinked content for you. Because you never or hardly linked to these pages, we can assume they’re pages you’ve once created but never looked back at. Or, they don’t fit into your current content strategy anymore. That’s why this is a good place to start cleaning up! With the workout, you can go through the posts and pages one by one and consider: is this post not relevant anymore? Then delete and redirect the URL to a better destination in a few clicks! Is it still relevant but outdated? Then update it and start adding links to it from related posts. Did you just forget to link to this post? Then start adding some links! The workout takes you by the hand through all these steps, so it’s easy to keep track of your progress.
How often should you do this workout? It’s hard to make a general statement about this because it very much depends on the amount of old content you have, how good your internal linking is, and how much new content you’re creating. If you have a bigger site, it will probably be quite a time investment when you do it for the first time. But if you maintain it and do this workout regularly, on a monthly basis, for instance, you will get it done faster every time!
When you have a lot of similar articles, they can start competing with each other in the search engines. We call that content or keyword cannibalization. That’s why it’s good to look at all the articles you have on a certain topic from time to time. Do they differ enough? Are they right below each other in Google’s search results on page 2? Then you might have to merge two articles into one to make that one perform better. Depending on the size of your site, you can look at this on a category or tag level or even on smaller subtopics.
In the aforementioned post, we describe in detail how to go about this content maintenance process of fixing keyword cannibalization. In short, you’ll have to create an overview of the posts on that topic. Then look at how all of these articles perform with the help of Google Search Console and Google Analytics. This will help you decide what to keep, merge, or delete!
As you might have already noticed, content maintenance can be quite a task. But if you do it regularly and use the right tools, it gets easier over time. And the easier it gets, the more fun! Who doesn’t want a tidied-up website? It will make you, your site visitors, and Google very happy. So, don’t wait too long to implement a good content maintenance strategy and use the right tools to make your life easier!
Read more: Your website needs SEO maintenance! »
Get Yoast SEO Premium and enjoy access to all our best SEO tools, training and SEO workouts!
Keep reading: What is site structure and why is it important? »
The post Content maintenance strategy: 6 tips for a cleaner website appeared first on Yoast.
Read more at Read More
Black Friday is three weeks away, so it’s time to finalize the last adjustments. Here’s what to focus on now, based on two Yoast Black Friday coffee chats with our own principal SEOs, Carolyn Shelby and Alex Moss. Alex states, “Black Friday isn’t one day anymore, but a season. If you’re not visible to AI now, you won’t be in the results when shoppers ask for recommendations.”
Pro tip: If you must update plugins, test on staging and avoid updates one week before Black Friday.
Fraudsters test stolen credit cards by buying cheap items (<$5). Signs you’re being targeted:
How to fight back:
Warning: Fulfilling fraudulent orders costs you product + shipping + time. Verify payments before shipping.
[your product] in [color/size/price range].” If it misses your product, your descriptions need work.Pro tip: Utilize Yoast SEO’s FAQ schema for reviews and Q&As. However, please keep FAQs visible; avoid hiding them in toggles.
| Task | Why it matters | Log in to Merchant Center > Check for warnings. |
|---|---|---|
| Create a Black Friday landing page | Centralizes promotions for AI/users. | Use a PLP (Product Landing Page) with text like: “Gifts under $50 for sports-loving dads”. Link to it from emails/social. |
| Update Google Shopping feed | Fix errors (missing SKUs, sizes) now. | Log in to Merchant Center and check for warnings. |
| Add FAQ schema | Helps AI answer questions like “What’s the return policy?” | Use Yoast SEO’s FAQ block (visible text only!). |
| Check inventory | Avoid selling out of bestsellers. | Reorder now, because shipping delays are expected to spike in November. |
| Set up a backup payment processor | Fraud attacks can freeze your account. | Add Stripe (even if inactive) as a backup to PayPal. |
Don’t wait until the last minute to launch promotions or make critical changes. Big brands start their Black Friday campaigns in early November. If you hold off until Thanksgiving week, you’ll miss the early shoppers and the AI “training window.” LLMs prioritize brands they’ve seen mentioned in emails, social posts, or searches before the holiday rush.
Avoid hiding key details behind tabs, accordions, or images. AI tools like ChatGPT and Gemini often skip hidden text when scraping product pages, and users tend to overlook shipping costs and return policies as well. Never ignore Fake Friday (the Friday before BF), the unofficial kickoff when bargain hunters start browsing. Run a pre-sale or teaser discount to capture this traffic before competitors do.
Steer clear of overcomplicating bundles or discounts. A “Buy 5 random items, get a mystery gift” deal might sound creative, but it confuses shoppers and dilutes profits. Instead, pair high-margin items with slower sellers (e.g., “Buy a camera, get 50% off a memory card”).
Don’t assume your payment processor can handle fraud spikes. If you’re suddenly hit with stolen card tests (look for a surge in cheap, failed orders), your account could get flagged or frozen. Set up Stripe Radar or PayPal’s fraud filters now—and have a backup processor ready.
Finally, never neglect mobile checkout testing. If your “Add to Cart” button is hard to tap or forms don’t autofill on phones, you’ll lose impulse buyers. Test on a slow 3G connection to simulate real-world frustration.
The countdown is on. Black Friday will be here before you know it. But here is the good news. You still have time to make a real impact. Whether it is tightening up your product descriptions, safeguarding against fraud, or making sure your site is AI-friendly, every small tweak you make now can translate into bigger sales when the shopping frenzy hits.
If you are feeling overwhelmed, remember this. You do not have to do it all alone. Tools like Yoast SEO Premium and WooCommerce SEO can help you optimize your product pages, structure your content for both AI and search engines, and even add schema markup to ensure your products are more visible to both AI and search engines. It is like having an SEO expert in your corner, guiding you through the chaos so you can focus on what really matters. Selling more and stressing less.
So take a deep breath, tackle one task at a time, and trust that you have got this. Here is to your most successful Black Friday yet. Now go get those sales. And if you need a little extra help, you know where to find us.
Unlock powerful features and much more for your online store with Yoast WooCommerce SEO!
The post Last-minute Black Friday SEO prepping for ecommerce stores appeared first on Yoast.
Read more at Read More
Managing local search marketing for one location is straightforward.
But managing multi-location SEO — whether it’s 10, 50, or 100 branches — gets complicated fast.
Each location needs unique content.
A single mistake in your business info can mislead customers and hurt trust.
And it’s tough to see which branches are actually driving results.
Everything changes when you’re managing SEO for multiple locations.
Our six-step system below tackles these challenges in order of priority.
You’ll learn exactly how to:
Plus, you’ll get our free toolkit to help you build a scalable SEO strategy for multiple locations.
Let’s dive in.
Every branch needs its own home online.
Without a dedicated location landing page, your GBP has nowhere reliable to link. And customers looking for local hours, directions, or services may bounce straight to a competitor.
So, start by confirming the basics.
Talk with branch managers or franchise owners to verify core business details — official name, address, phone number, operating hours, and available services.
Copy our location details sheet and use it to gather and confirm accurate data for every branch.
Once it’s filled out, this sheet becomes your single “source of truth” — helping you prevent endless downstream errors when managing dozens of listings and citations later on.
Once you’ve gathered accurate data, move into keyword targeting.
Each page should focus on one primary keyword set that combines your core service with its city or neighborhood modifier (e.g., “dentist in Austin”).
Doing this avoids keyword cannibalization between branches while signaling clear relevance for local searchers.
If you’re unsure where to start, use tools like Semrush’s Keyword Magic Tool.
Then, check Google’s “People also search for” suggestions to find real-world queries customers use in each market.
Map those target keywords to their corresponding locations in your spreadsheet.
Further reading: 4 Steps to Do Local Keyword Research
To scale efficiently, create a modular framework for every location page. This ensures consistency across branches while letting you customize local details.
Start with a simple, SEO-friendly URL structure.
Use subfolders (e.g., example.com/locations/austin).
Why?
They inherit more domain authority and are easier to maintain across large sites.
Each page should include these essential content blocks:
Once your template is set, link to these pages internally so search engines and users can easily find them.
Add links from your main navigation or a dedicated HTML sitemap, and cross-link between related locations or service pages when relevant.
This type of modular setup helps every page stay on-brand while still serving unique, location-specific content.
Want a shortcut?
That’s where our Location Page Template comes in.
It’s a plug-and-play framework that keeps pages consistent while giving you room to localize copy, visuals, and CTAs.
Instead of rebuilding from scratch, just fill in the blanks and launch pages faster.
Even with templates, every location page should feel distinct and relevant to its community. Boilerplate content can hurt engagement and limit your local visibility.
So, add local flavor wherever you can — photos of the branch exterior or team, nearby landmarks, or community involvement.
These small touches make each page authentic and help prevent duplicate content issues.
But don’t just stop there.
Rotate seasonal offers, update photos, and feature new testimonials to show both search engines and customers that your locations are active and trusted.
Finally, dial in your SEO details.
Titles, headers, image alt text, and LocalBusiness schema should all include the branch’s city or neighborhood.
These signals help Google connect each page to the right local search intent.
Pro tip: Start with your highest-traffic or flagship markets first. Once those pages are performing, use the same structure and workflow and apply it to the rest.
Multi-location SEO starts with accuracy and consistency in your GBPs.
One wrong detail — or a suspended profile — can tank visibility for that branch. And when you’re handling dozens of listings, a small mistake can spread fast.
Start by claiming and verifying each profile.
If you have 10 or more branches, use Google’s bulk verification process. It’s faster and easier than doing it one by one.
Next, check every listing against your master spreadsheet from Step 1.
Make sure the name, address, phone number, hours, and landing page URL all match. Even one typo can hurt rankings.
Then, add UTM tracking to your website links.
This lets you see which branches drive traffic, leads, and sales in Google Analytics (GA4) or your customer relationship management (CRM) system.
Verification is just the start.
If you’re doing SEO for multiple locations, it’s not a one-time job — it’s a system you have to run efficiently across every branch.
Start with categories.
One wrong choice can confuse Google, so build a shared list of approved options every branch can use.
Precision matters more than volume. So, pick one main category and a few secondary ones that match what that branch actually offers.
Not sure which categories competitors use?
Tools like GMBspy show the primary and secondary categories of top-ranking businesses in your market.
From there, focus on consistency and automation across every profile:
Pro tip: Want to make life easier? Use our GBP optimization checklist to stay consistent across every location.
Google rewards freshness.
Regular posts, photos, and updates show that your business is active. And they help each location stand out in Maps and the local pack.
Share short posts for promos, events, and new services. Rotate new photos or short videos every few months to keep your listings looking current.
Even small updates like adding seasonal offers or highlighting staff can make a difference in clicks and calls.
And don’t forget the Q&A section.
Add common customer questions yourself with accurate, brand-approved answers. Then, monitor it regularly so you can respond fast when new ones appear.
The hard part?
Doing this for dozens — or hundreds — of branches. Manually updating each profile is exhausting and easy to fall behind on.
Tools like Semrush Local can make it easier by letting you manage posts, photos, and info for all your locations from a single dashboard.
Reviews drive both rankings and trust.
At scale, the challenge isn’t getting one review — it’s managing hundreds across locations every month without dropping the ball.
Start by collecting customer contact info at checkout or after service.
That lets you send automated review requests by text or email through your point of sale (POS) system or CRM.
Each branch should have its own short review link or QR code so customers can find the right profile fast.
Add those links to receipts, follow-up emails, and even in-store signage. Small touches like that can boost response rates over time.
Most customers don’t ignore review requests on purpose, they just forget.
A simple reminder can make a big difference in review volume.
Tracking reviews one branch at a time wastes hours.
Use review management software like Semrush’s Review Management or GatherUp to pull feedback from every location into one dashboard.
Set alerts for negative reviews so you can respond quickly and win back unhappy customers.
Over time, you’ll start spotting trends — like which cities get the most reviews or which teams need more support.
Consistency matters as much as speed.
Create a few brand-approved templates for positive, neutral, and negative reviews. Then, teach local staff how to personalize them with names or specific details from the customer’s experience.
Small touches like that make responses feel authentic while staying on brand.
You can also make a copy of our Review Response Templates to speed things up and keep messaging consistent.
The goal is to sound human without going off-script. That balance keeps your tone aligned across every branch while still making each customer feel heard.
Further reading: How to Get More Google Reviews: Proven Strategies
With one location, you can fix a wrong phone number in minutes.
With dozens, a single typo can spread across aggregators, directories, and maps — causing mass confusion for customers.
And the fallout doesn’t stop there.
Inconsistent business information leads to missed calls and negative reviews. Which can snowball into lost traffic and weaker local performance.
Keep using our Multi-Location SEO Toolkit you built earlier to track each branch’s core details.
List the official name, address, phone number, hours, Google Business Profile URL, and landing-page URL for every location.
Keep it updated — this one file keeps every branch aligned.
Next, make it easy to see what’s current and what’s not. Use the “Last Verified” column to track when each location’s details were last checked.
If different people manage different regions, assign ownership right in the sheet. That one small habit prevents duplicate edits and conflicting updates later on.
Once your data is solid, automation makes running multiple locations easier and saves hours of manual updates.
Tools like Semrush Local and Moz Local keep your listings in sync across the web.
They also make it easy to update details like hours, phone numbers, and URLs whenever something changes.
Your listings won’t stay accurate forever. That’s where routine maintenance makes all the difference.
Run a quarterly NAP audit to catch inconsistencies before they snowball. Your listings tool can scan every profile and flag details that don’t match your master sheet.
Then, spot-check the platforms that matter most: GBP, Apple Maps, Yelp, and Facebook. If you’re in a specialized industry, check directories like ZocDoc or FindLaw, too.
Keep a running log of what you fix each quarter.
Over time, patterns will reveal which platforms or regions slip most often. That insight helps you tighten your process and prevent repeat issues.
With one location, a few chamber of commerce links or directory listings can boost authority.
But when you’re managing dozens of branches, growing that process across your entire network takes more than luck. It takes systems.
Local links help boost visibility and build trust.
They show that real people in each community engage with your business.
So, encourage branch managers to get involved. Sponsor events, join community groups, or collaborate with nearby businesses.
These efforts often lead to natural mentions and backlinks that show local relevance to search engines.
To streamline the process, collect ideas that work and turn them into a shared playbook.
Pro tip: Use your location landing pages as link destinations instead of the homepage. They’re more relevant to searchers in each market and can strengthen those pages’ ability to rank locally.
Multi-location SEO relies on repeatable systems that make expansion easier.
Document what’s working so every branch can replicate it.
Use our Local Backlink Opportunity Tracker as your central database to log outreach, track live links, and measure results across all locations.
Add notes on what type of partnership or content earned each link so others can reuse the same playbook.
Centralize research at the brand level to save time. Identify sponsorship pages, community events, and local publishers that align with your audience before branches start outreach.
Over time, you’ll start to see what works best.
Certain link types, partner categories, or content formats will consistently deliver stronger results.
Use those insights to refine your playbook and make link acquisition faster, easier, and more predictable across your entire network.
Link research tools come to the rescue in automating link opportunity discovery for every branch.
Start with Semrush’s Backlink Analytics to see which local websites link to your competitors. Those same sponsors, media outlets, and directories are strong prospects for your own branches.
You can also build city-specific prospect lists using searches like “our sponsors” + city name or “community partners” + city.
Try prompting AI tools like ChatGPT or Google’s AI Mode to surface local organizations, events, and publications worth contacting.
Make sure you track every outreach attempt and live link in the Backlink Opportunity Tracker.
Review your data regularly to see which branches or regions are earning coverage and which need extra support.
If some locations have fewer opportunities, that’s normal.
Smaller towns and rural areas often have limited local media or sponsorship options. In those cases, expand your search to nearby cities or regional publishers.
Tracking performance can get complicated, especially when you’re running a local SEO strategy for multiple locations.
Without clear attribution, you can’t prove which branches — or tactics — are driving results.
Building a consistent local SEO strategy for multiple locations means tracking every branch the same way — from clicks and calls to conversions and revenue.
Multi-location tracking starts with structure.
Add UTM tags to every GBP link, ad campaign, and email.
They make it possible to separate traffic, leads, and conversions by branch inside GA4 and your CRM system.
Use a clear naming convention so you can filter results without digging through rows of messy data.
utm_source=gbp&utm_medium=organic&utm_campaign=chicagoPhone calls and form fills are two of the strongest conversion signals in local SEO.
Don’t lose them in a generic tracking setup.
Use tools like CallRail to assign unique phone numbers to each branch. That way, you can see which campaigns and locations are driving calls directly from search or ads.
For web forms or booking widgets, embed hidden location IDs so submissions are tagged automatically to the right branch. It takes a few minutes to set up, but it eliminates hours of manual cleanup later.
You can’t improve what you can’t measure.
Use a platform like Looker Studio. It can combine GBP insights, GA4 data, call-tracking results, and CRM metrics into one dashboard.
At a glance, you’ll see how all locations perform side by side. Then, drill into individual cities or stores to find what’s working and what needs attention.
Once you have consistent tracking, insights start to stand out.
Spot underperforming branches early and dig into the “why.”
Maybe reviews are trending negative, citations are inaccurate, or local pages haven’t been updated in months.
At the same time, identify top-performing branches and replicate their wins across the rest of your network. Share these insights regularly with local managers so strategy and execution stay aligned.
Consistency is the quiet advantage in multi-location SEO.
Why?
Because brands that systemize how each branch builds trust, relevance, and citations win the long game in local search.
In short: The top performers don’t rely on guesswork. They build repeatable frameworks.
If you’re ready to scale smarter, explore our Local SEO Tools comparison.
You’ll find the platforms and features that make local SEO for multiple locations faster, easier, and far more effective — no matter how many branches you manage.
The post Multi-Location SEO: How to Scale Without the Chaos appeared first on Backlinko.
Read more at Read More
